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Shot on iPhone ”: elegant pets in the new installment of a historic campaign

Black and white portraits of cats and dogs serve to promote the capabilities of the iPhone 12
The “Shot on iPhone” series kicked off in 2015 with a campaign that won a Grand Prix at Cannes Lions

Serious and formal. Elegant Bulgaria Email List. Posing with poise and professionalism. Perhaps the gaze of cats reveals more intentions and nuances, perhaps even perverse, than the cleanest and most surprised of dogs.

Pets are the protagonists of countless photos stored on the mobile phones of millions of people. It’s hard to resist portraying them, but the new installment in Apple’s historic “Shot on iPhone” campaign encourages and encourages you to do it in a more careful and artistic way in order to obtain better results. The idea is from TBWA Media Arts Lab, the agency responsible for the creativity of Apple’s campaigns

The campaign photos were taken by photographer Jason Nocito using two models from the iPhone 12 range.
The action is broadcast abroad and on social networks and these days it has reached the Spanish market, where the magnificent black and white portraits of canine and feline models made by photographer Jason Nocito can be seen on marquees. Media management corresponds to OMD.

The photos have been taken with the brand’s latest models, the iPhone 12 Pro and iPhone 12 Pro Max, using the High-Key Light Mono Portrait Lighting functionality. The global campaign has also been disseminated on social networks, specifically on Instagram and WeChat.

Nocito’s work, like all that Apple has shown since the “Shot on iPhone” campaign launched in 2015, sends the message that the phone’s camera allows anyone to take professional-quality photos. The photographer has stated in relation to this work: “We are seeing pets all the time, and they are very funny. These photos are fun, although if you think about it they are still half serious. But also hilarious ”. As part of the campaign, Nocito himself held an online training session in which he gave advice on the best way to portray pets.

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“Like many of the iPhone campaigns,” says creative director Jesús Revuelta, commenting on the work at the request of Reason.Why, “this has different reading levels. The simplest is that anyone can take professional-quality photos. This new installment highlights it by appealing to the fact that people who have pets surely store lots of photos of themselves on their mobiles, but they are usually images that are not good, they have no artistic interest. And this campaign talks about how you can take very “pro” photos even of your pets, which says a lot about the quality of the iPhone. I suppose this is one of the things they are trying to convey ”.

The “Shot on iPhone” campaign is both one of the best examples of global advertising, if not the best, of user-generated content and one of the emblems of Apple’s communication socialposts.

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